By Mark Olsen, Managing Director at PlanPILOT
When Shoeless Joe whispered, “If you build it, he will come…” to Ray Kinsella in the movie Field of Dreams, he was talking about a baseball field, not a retirement plan. Fortunately for Ray, it all worked out well—but not so much for many plan sponsors and their retirement plan participants today. In a 2022 study by LIMRA, a financial services research institute, 60% of retirement plan participants in the study felt that communications about their plan were “ineffective.” This lack of productive communication may lead to lower enrollment, indifference about plan benefits, and perhaps contribute to overall employee apathy, morale, and productivity issues.
Plan sponsors may feel that open enrollment lunch presentations, printed brochures at the HR office, or the occasional email message are sufficient, but how would they know? Are these employees showing up just for the free lunch? Do they scroll past the email amongst the hundred others they receive? How do you know you’re successfully reaching these participants in a way they understand and is meaningful to them about their retirement plan?
Get Started by Understanding Your Audience
Communications are the most effective when plan sponsors “meet employees where they are.” This means understanding different literacy levels and demographics of employees and structuring the mediums to match the comprehension levels of participant sub-groups. For example, how you might communicate with younger employees today (email, interactive video), may be quite different from methods used with senior employees (verbal, PowerPoint presentations, and printed literature). In addition, even participants within a group process information in different ways. Some are better suited to verbal explanations, others by illustration, video demonstrations, or graphic diagrams.
Experienced experts suggest using a multi-channel approach to reach as many participants within a diverse employee base as possible. Simultaneously utilizing webinars, email messages, videos, and live in-person presentations allows all participants the opportunity to engage with the plan representatives or consultants in a medium they understand and normally use in daily life.
Build Trust With Frequent Direct Communications
According to senior communication consultants, ineffective communication can leave employees confused and apprehensive about utilizing retirement plans and other benefits. In fact, behavior economists Richard Thaler & Cass Sunstein, in their book Nudge: The Final Edition (p. 13), suggest that people often make poor choices in a context where they are inexperienced, not well informed, and communication is slow and infrequent.
The annual enrollment meeting or occasional email isn’t usually enough. Frequent communications, such as a monthly newsletter, may be more productive in allowing employees time to process information, follow up with questions or inquiries, and develop a greater comfort level with the materials and provisions.
Other recommendations include establishing online focus groups or chat rooms, where participants can ask questions and receive input from other employees as well as discussion moderators. Such methods resemble social media threads or other online methods that employees use frequently. Moderators or plan sponsors can also monitor discussions to detect common and frequent questions; this can indicate areas where a lack of awareness or misunderstandings are prevalent and therefore where further explanation or clarification in plan materials is warranted.
Measure Effectiveness
Plan sponsors may implement improved modes of communication with the best intentions, but knowing whether these initiatives are productive is crucial to success. As mentioned above, monitoring discussion group threads and encouraging feedback from participants could result in further insights. Monitoring and quantifying the actions participants take in response to communications (and whether appropriate choices were made) could help plan sponsors measure demographic trends, deficiencies in materials or messaging, and whether the information conveyed is fully understood by the employee audience and if the end objective is attained (e.g., emphasizing the benefits of long-term saving and investing in the retirement plan results in greater enrollment and payroll deferrals to the plan afterward).
Implement Modern Communication Techniques
As mentioned, people absorb and process information in different ways. While glossy fact sheets and brochures may still have their place, consider incorporating digital presentations with animation and graphics, interactive tools, and videos, all of which should be accessible via smartphones. Employees may not necessarily have personal computers or tablets, but they most likely have and use their smartphones.
Consultants state that just like schoolchildren, adults may learn and assimilate information more easily if it’s presented in a fun, creative manner, and using elements found in social media could be useful as well. Other suggestions include using individual “life events” (work anniversaries, birthdays, or promotions) to send targeted messages about benefits that may be appropriate to that occasion.
Use the Team Approach
Oftentimes, plan sponsors or HR departments lack the technical information to properly disclose and explain specific plan features to employees in an understandable manner. Plan sponsors often state they’re the “employer,” not the benefit expert. Partnering with benefit consultants, who can provide the knowledge and skill and can simplify “jargon” into more common language, examples, and bite-sized snippets, may be an efficient means of ensuring the message gets across.
We’re Here to Help
For more information on retirement plan benefits, call us at (312) 973-4913 or email mark.olsen@PlanPILOT.com to discuss how we can help you implement or improve your retirement plan benefit program.
About Mark
Mark Olsen is the managing director at PlanPILOT, an independent retirement plan consulting firm headquartered in Chicago. PlanPILOT delivers comprehensive retirement plan advisory services to 401(k), 403(b), and 457 plan sponsors. His specialties include plan governance, investment searches, investment monitoring, and plan oversight. Mark is recognized as a leader in the industry and speaks at national conferences, including those organized by Pensions & Investments, and CUPA-HR.